Rules on Responsible Commercial Communications Tips The Rules on Responsible Commercial Communications is a manual designed to ensure all of Heineken’s brand communications activities do not promote irresponsible alcohol use. Although a summary is provided below, we encourage you to review the RCC manual in its entirety. RESPONSIBLE DRINKING SHOULD BE PORTRAYED AS:     A pleasurable personal and social experience; A source of enjoyment and relaxation; One aspect of a positive lifestyle; Connected to celebratory events. The purpose of any commercial communication should be to promote a particular brand; not the effects of alcohol. HEINEKEN’S COMMERCIAL COMMUNICATION MUST NEVER:  Depict or encourage consumption of alcohol while driving motor vehicles of any kind.  Create the impression that consumption of our alcohol products enhances mental and physical ability or performance.  Suggest, feature or imply any association with violent, aggressive, illegal, dangerous or antisocial behavior.  Present the high alcohol content of any beverage as a positive attribute, or imply that consuming beverages with low alcohol is a way to avoid alcohol abuse.  Create the impression that the consumption of alcohol contributes towards, or is a prerequisite for, social or sexual success.  Suggest any association with sexual success or enhanced sexual performance.  Use sex as the main marketing focus of ads by Heineken.  Create the impression that consumption of alcohol enhances athletic performance. AVOID THE FOLLOWING:  Imprecise terms such as “young consumers” even when intended to refer to young adults above the legal purchasing age  Content that may be especially attractive to minors  The use of stereotypes and humor related to age, disability, gender, race, nationality, religion or sexual orientation.